Swedish travel company Stena Line Travel Group AB has announced that it has acquired Voigt Travel Holding, the leading Dutch specialist in winter travel to the Nordic countries.
The deal brings the well-known Dutch brand Voigt Travel, together with its two sister companies Scandinavian Wintersports and Ruka Safaris, into the Stena Line Travel Group. There they join the successful Dutch travel company Buro Scanbrit, which has been part of the Swedish company since 1986. All companies will continue to operate under their own brands, but together will constitute the Dutch market leader for holiday travel to the Nordic countries, with a total of 50,000 travelers each year.
Stena Line Travel Group AB is one of the largest leisure travel groups in Northern Europe, with 700,000 travelers annually. As the company gains significant operational advantages by working together with Voigt Travel, one of the leading companies in Nordic travel from the Netherlands, the deal has been attractive for both companies.
The acquisition of Voigt Travel Holding is a logical step to strengthen the companies' offering in the travel segment on the Dutch market. Voigt Travel and Scandinavian Wintersports fit perfectly into the Swedish company's brand portfolio, which also includes the leading Dutch travel company Buro Scanbrit, which specializes in road tourism to the UK, Ireland and the Nordic countries. Through the deal, the new group of companies will become the market leader in leisure travel from the Netherlands to the Nordic countries.
The Nordic countries have seen strong growth as travel destinations over the past decade, a trend that Stena Line Travel Group expects to continue. Travelers say they are attracted by the countries' safe, peaceful and environmentally friendly character, combined with the fantastic wildlife. The deal now gives Stena Line Travel Group a strong platform for continued growth in this vibrant travel market.
Jari Virtanen, CEO of Stena Line Travel Group, explains how the deal was motivated:
“Through this acquisition, Stena Line Travel Group significantly strengthens its position in the Dutch travel market and can offer Dutch customers a broader range of holiday trips to the Nordic region. We are determined to be the Dutch people’s first choice for tourist trips to the Nordic countries including Iceland, as well as the UK. Our employees have together knowledge and experience in arranging tourist trips to Northern Europe that is completely unparalleled. We are pleased to have taken this next step on the path to creating a European travel group that is the true specialist in travel to destinations in Northern Europe. We are very much looking forward to working together with Voigt Travel and its sister companies.”
Cees van den Bosch, Managing Partner at Voigt Travel Holding, is looking forward to the new collaboration:
“This is a fantastic step for Voigt Travel and its employees, who over the past decades have pioneered tourist travel to several Nordic destinations and made them available via charter flights from the Netherlands and Belgium. Through this deal, we have now found a new owner for Voigt Travel who has the strength and resources to help us continue our expansion. As part of the Stena Line Travel Group, we can further strengthen our position, together with Buro Scanbrit and Scandinavian Wintersports, as well as Ruka Safaris targeting the Finnish market, and realize our ambitions for continued growth. I look forward to experiencing what the future holds!”
Voigt Travel, Scandinavian Wintersports and Ruka Safaris will remain and operate under the management of Stena Line Travel Group. Voigt Travel's Managing Partner Cees van den Bosch and Managing Director Marloes Meijer will both remain with the company. Van den Bosch will also become Country Manager for Stena Line Travel Group Netherlands and join the board of directors of the Dutch company.
The purchase price has not been disclosed.
According to the press release.
